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Marketing Strategy and Competitive Positioning (ISBN: 9781292017310)

Marketing Strategy and Competitive Positioning (ISBN: 9781292017310)
Pre-Order ( est 3 to 4 weeks )
Marketing Strategy and Competitive Positioning (ISBN: 9781292017310)

Features

  • Updated to reflect the on-going global economic crisis and its impact on business and marketing.
  • New coverage including the impact of emerging market on innovation, the perverse customer as a market force, the new realities in competing through services and market analysis and segmentation.
  • Updated chapters on strategic customer management and strategic alliances.
  • Increased emphasis on competing through innovation including new business models such as Uber, Netflix and new types of retailing.
  • Updates vignettes at the beginning of chapters focusing on companies such as Amadeus, Mastercard and Samsung Pay and including discussion questions.
  • New cases throughout the book including Ryanair, Amazon and Lego.
  • Up-dated online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with additional case studies for students.


 

Table of Contents

Chapter 1 – Marketing Strategy

Chapter 2 – Strategic Marketing Planning

Chapter 3 – Competitive Market Analysis

Chapter 4 – Customer Analysis

Chapter 5 – Competitor Analysis

Chapter 6 - Understanding the Organisational Resource Base

Chapter 7 – Understanding Current and Future Competitive Positions

Chapter 8 – Segmentation and Positioning Research

Chapter 9  - Selecting market targets

Chapter 10 – Competitive Positioning Strategies

Chapter 11 – Competing through the new marketing mix

Chapter 12 – Competing through innovation

Chapter 13 – Competing through superior service and customer relationships

Chapter 14 – Strategic customer management

Chapter 15 - Strategic Alliances and networks

Chapter 16 – Strategy Implementation and Internal Marketing

Chapter 17 – Corporate Social Responsibility and Ethics

Chapter 18 – Implementing the Strategy

 

 

 




 

Type
Textbook
RM108.00
Ex Tax: RM108.00
  • Stock: Pre-Order ( est 3 to 4 weeks )
  • Model: 9781292017310
  • Weight: 1.80kg
  • Dimensions: 32.40cm x 23.70cm x 6.00cm
  • ISBN: 9781292017310

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